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461 West Huron, Suite 103 • Pontiac, MI 48341
Oakland Integrated Healthcare Network
Request for Proposals: Rebranding Project
Doing Business As (DBA) Name, Tagline & Logo Design Work
November 3, 2016
Oakland Integrated Healthcare Network (OIHN) is seeking a public relations, marketing, or creative
design agency or individual to provide assistance with rebranding the young, nonprofit organization.
OIHN is pursuing a new Doing Business As (DBA) name, tagline, and logo, with supplemental color
scheme, to create a cohesive brand and human element to the organization. The project will be
completed in two phases: 1) DBA name options, with presentation to the Board of Directors, and 2)
Tagline development, logo/color scheme design.
OIHN’s current name is too similar to a competing health center within the local area and is too
complex, which creates challenges with creating a cohesive brand. In addition, the logo and color
scheme have created their own complications with printing, promotional materials, and other
elements. OIHN’s staff have completed the preliminary steps involved with researching and
surveying community partners, the Board of Directors, patients, and staff to understand exactly how
its stakeholders feel about the organization, mission and vision for the future, and the services
provided. Based off of the research, staff compiled a list of potential DBA name options to receive
feedback on with the Board of Directors. After presenting the options and receiving feedback, a new
direction and sense of options needs to occur to move the project forward. OIHN plans to partner
with the agency/individual to present three final and concrete options to the Board that are based
off of the feedback and research.
Phase one of the project will need to be expedited due to the deadline with the Board of Directors.
The DBA name options will need to be presented to the Board at the February 22, 2017 meeting.
Phase two, upon acceptance of name from the Board of Directors, will need to be completed by
April 26, 2017.
OIHN is a community-based 501(c)(3) non-profit organization established to provide comprehensive
integrated primary, behavioral health, and dental care services to underserved populations. OIHN is
the largest Federally-Qualified Health Center (FQHC) in Oakland County, specifically Pontiac,
Waterford and Southfield. OIHN was established as a nonprofit and became operational four years
ago with the support of multiple community organizations and has grown to see over 15,000
patients across seven service delivery sites.
OIHN’s mission is “to provide for the health and wellness needs of the underserved of Oakland
County through the provision of comprehensive, integrated primary, behavioral health and dental
Lead the development of a new Doing Business As (DBA) name for the organization in
coordination with OIHN’s marketing department
Assist with message development and brand strategy for the rebranding project to ensure
the desired messages are seen in the new name
Review research done by marketing department and feedback from Board of Directors and
other stakeholders to understand brand, in addition to competing/similar organizations
within the health care industry
Create a new tagline for the organization that aligns with and elaborates on the message
proposed with new DBA name
Present DBA name and tagline options to Board of Directors for final vote
Establish a new visual identity for the organization, including:
o Color Scheme
Establish set of guidelines for utilization of the logo, colors and typography
Present final branding elements to Board of Directors for feedback and final vote
Phase One of the project will need to be expedited due to time constraints for implementation of
elements in other projects throughout the organization. Phase One will need to be completed and
presented at the February 22, 2017 Board of Directors meeting.
Phase Two of the project will begin after completion and approval from the Board of Directors
regarding the name and tagline. For this portion of the project, the timeline covers a multiple month
period for implementation and extends to April 26, 2017 to cover two board meetings following the
approval of the name and tagline.
Provide agency’s name, address, URL, telephone and fax numbers. Include name, title, and
email address of the individual who will serve as the agency’s primary contact. Include a
brief description and history of your firm.
Please explain your project approach, style, and process. In particular, please discuss your
message development process and creative branding process.
Proposals should include a list describing projects that are similar in scale that your firm has
completed. Please include multiple examples of previous branding work and creative
samples completed by the organization, including at least one in-depth case study that
highlights the project steps, implementation, and outcome. Any experience with
organizations and understanding of the healthcare industry should be included.
Key Staff Biographies
Please include a summary of experience/biography of all key staff and a list of team
members for the phases of the project.
Schedule and Timeline
Proposals should include the proposed work schedule and timeline for each phase of the
project. It should also include deliverables in each phase. The contract is expected to begin
November 14, 2016 and should be completed by April 30, 2017, with an option for
extension if needed and beneficial.
Proposals must include the estimated cost for all work outlined in the schedule/timeline.
The cost should be outlined in accordance with each separate phase of the project.
If proposers have additional services that may be provided that are relevant to the project,
please provide in this section.
In particular, OIHN will be releasing a RFP for external and internal website development and
would prefer to provide a continuous contract.
PROPOSAL SUBMITTAL AND DUE DATE
Proposals must be submitted by 5:00pm on Monday, November 14, 2016. Proposals will be
accepted by email with all elements combined in one PDF file and attached. Please send all
proposals to firstname.lastname@example.org.
Proposers may also send hard copies of the proposals, in addition to email, to the following address.
If you plan to provide hard copies, please include (5) copies in the mailing.
Oakland Integrated Healthcare Network
461 W. Huron Street, Suite 103
Pontiac, MI 48341
If you have any additional questions about the proposal, please contact the project leader below.
Please also visit the website at www.oihn.org.
Marketing and Development Manager
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